In today’s episode of The Art of Paid Traffic we’re talking about Instagram ads.
Everyone seems to be talking about them, yet I’m not seeing a ton of people use them yet (outside of big brands).
I haven’t yet tested them because I feel like there is a lot of conflicting information out there and I’ve wanted to let things settle a little bit before testing.
So on this episode of AOPT, I’m sharing the most up-to-date info that I have come across about what you need to know about Instagram ads.
Why Use Instagram Ads?
First off, if you’re considering advertising on Instagram, you want to be sure you have a strategy. Hopefully this goes without saying, but you need to have a clear “why” for spending money on Instagram.
Close to 30% of the US population is now using Instagram (that’s about 400 million monthly active users). Reaching such a large engaged audience to build your brand wouldn’t be a bad “why”.
So if you’re a business that wants to promote visual content on mobile devices, Instagram may be a great platform to start testing.
Speaking of mobile devices, right now, Instagram ads are only available on mobile and can be in image or video format.
The recommended image size is 1080 x 1080, with video up to 30 seconds in length.
You don’t need to have an Instagram account to run Instagram ads but consider that:
- Your Facebook Page’s name and image will be used on your Instagram ad so that people can easily identify your business.
- You won’t be able to respond to comments on your ad.
If you do have an Instagram account, you can either connect it via Business Manager or a Facebook Page that you’re an admin of. Connecting your account will then allow you to create ads in Power Editor.
Instagram Ads Guidelines
After you’ve connected your account, you’re going to want to be really clear on what Instagram wants from its advertisers.
I’ve heard stories where people had the same ads approved on Facebook but not on Instagram.
So I want you going into this with your eyes open.
When Instagram ads are reviewed, they look for things like:
- Poor image quality (resolution, blurriness or cropping)
- Poor copy (grammar, capitalization or excessive symbols)
- Relevance (mismatch between image and copy or irrelevant landing page).
For your ad images, find different ways to incorporate your brand’s logo, icon or a color scheme that’s recognizable to the audience you’re trying to reach.
Keep in mind:
- Avoid using heavy image filters
- The 20% text rule on images (the same as Facebook ads)
- Images must be “true to your brand” — and not be cheesy or shocking
- Ads should capture “moments,” not products. Ads must not simply be a product shot. In other words, use images that are concept driven. These images need to tell a story or have a theme.
How to Set up Instagram Ads
Now that we’ve covered what Instagram wants to see from advertisers, let’s talk about how to set them up.
A this, Instagram ads are not yet available to create in Facebook’s standard Ads Create tool.
You have to set them up in Power Editor – yet another reason you should be using Power Editor!
You’ll set them up very much like you would a regular Facebook ad, except know that right now the following ad objectives currently support Instagram ads:
- Clicks to Website
- Mobile App Installs
- Video Views
I’m sure Instagram will be adding more Objectives soon enough.
You’ll then want to choose Instagram under the Placements section.
For targeting, you can use all the same targeting you would for your Facebook ads which are location, demographics, interests, custom audiences or lookalike audience.
When you’re setting up the actual ad you can use a call-to-action button on your Instagram ads, which is huge, because you normally don’t have a clickable link in your Instagram post.
At the time of this episode release, the following calls-to-action are available:
- Apply Now
- Book Now
- Contact Us
- Donate Now
- Learn More
- Show Now
- Sign Up
- Watch More
You can also use conversion tracking pixels just like you can with Facebook ads.
If you’ve been testing Instagram ads and have been seeing results, I’d love to hear form you. Leave a comment below. Let me know your experience and how Instagram ads have done for you.
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